Boosting Leads and Brand Reputation for a Resort Group

The Situation

Marriott Vacation Club offers members access to more than 60 resorts around the world, including seven in the Asia Pacific region – as well as many other affiliated properties from the Marriott portfolio. In 2025, the brand expanded its offerings in Asia and investment into the Chinese market to meet growing demand. Part of this investment included work by Dragon Trail to increase sales leads through media buy and organic channels, as well as to boost the brand’s reputation on Chinese social media.

The Results

Media buy and digital channel management: 11,000+ leads across Chinese digital channels in 2025.

Influencer campaigns: 16 million+ exposures, nearly 3.6 million views, and 58k interactions with content promoting Marriott Vacation Club on Chinese social media.

Reputation management: 40% decrease in negative posts and more than 70% increase in positive posts relating to Marriott Vacation Club on RedNote between October 2025-January 2026, alongside an increase of more than 40% in user engagement with the brand.

Our Work

Social media and reputation management

Dragon Trail supports Marriott Vacation Club to manage its social media presence in China through original content creation, reputation management, influencer marketing, and media buy, with a focus on RedNote and WeChat.

Between August 2025 and January 2026, we organized seven KOL (key opinion leader) trips to Marriott Vacation Club properties in Phuket and Bali. The diverse spread of KOLs covered travel, lifestyle, fashion, and photography, with a strong emphasis on the family travel market – the core demographic for Marriott Vacation Club’s villa-style vacation properties.

We also ran a KOC (key opinion consumer) campaign on RedNote, working with 30 smaller influencers, who visited four Marriott Vacation Club properties in Phuket, Khao Lak, and Bali, and boosting these posts using RedNote’s Koubeitong media buy tool. We gave the KOCs clear guidelines and tips about how to optimize their post titles, content organization, and hashtags, as well as how to respond to questions and comments in order to increase the posts’ reach and the weight of positive comments.

Alongside these campaigns, Dragon Trail helped Marriott Vacation Club to regularly post organic content and manage brand reputation through customer interaction and keyword optimization.

Media buy

Throughout 2025, Dragon Trail managed Marriott Vacation Club’s media buy on WeChat, RedNote, and programmatic advertising across online travel platforms.

Media buy campaigns throughout the year centered on special offers for resorts in Tokyo Bay and Phuket, as well as a Golden Week promotion, and a coop with China Southern Airlines. Dragon Trail designed and wrote the ad creatives for these offers, continuously optimizing the content based on performance feedback.

Dragon Trail also built a customized CRM system for the project to manage leads and conversion, integrating multi-platform campaign performance data for a clear and accessible back-end overview of how each offer was performing.